Oral surgery practice marketing is fundamentally different from general dentistry marketing. While some patients find you directly (wisdom teeth, implants), the majority come through referrals from general dentists. Success requires building and maintaining strong referral networks while establishing credibility signals that set you apart from competitors.
The Referral-Based Model
Unlike general dentists who market primarily to consumers, oral surgeons operate in a B2B2C model. Your "customers" are referring dentists; their patients become your patients.
Understanding Your Referral Sources
- General dentists: Extractions, implants, complex cases
- Orthodontists: Impacted teeth, jaw surgery
- Periodontists: Bone grafting, implants
- Prosthodontists: Full-arch, complex restorative
- Emergency rooms: Facial trauma cases
What Referring Dentists Want
| Factor | What They Need | How to Deliver |
|---|---|---|
| Communication | Updates on their patients | Same-day reports, easy access to surgeon |
| Availability | Quick scheduling for their patients | Reserved slots for urgent referrals |
| Quality | Excellent outcomes, patient satisfaction | Systematic follow-up, complication management |
| Respect | Patient returned to their care | Clear communication about restorative timeline |
Building Your Referral Network
Building referral relationships requires consistent, systematic outreach. Random lunches won't build a sustainable network.
Systematic Referral Development
- Map your market: Identify all potential referring practices within your radius
- Prioritize strategically: Focus on high-volume GP practices and specialists
- Offer value first: CE courses, case consultations, emergency availability
- Track relationships: Document interactions, preferences, referral patterns
- Nurture consistently: Regular touchpoints beyond just case updates
Referral Appreciation Strategies
- Quarterly appreciation events (not just lunch-and-learns)
- Annual referral reports showing volume and outcomes
- Priority scheduling for top referrers' patients
- Direct surgeon cell phone access for urgent cases
Credibility Signals That Matter
As a surgical specialist, your credibility signals must convey expertise, safety, and professionalism. What establishes credibility for an oral surgeon differs from general practice.
Essential Credibility Elements
- Board certification: Display ABOMS certification prominently
- Hospital affiliations: Operating room privileges demonstrate competency
- Training credentials: Fellowship training, specialized expertise
- Publication/teaching: Academic involvement signals expertise
- Technology investment: CBCT, guided surgery, sedation capabilities
Differentiating Your Practice
| Differentiator | Why It Matters | How to Communicate |
|---|---|---|
| Sedation Options | Patient comfort for anxious patients | Website, referral materials, consultation process |
| Same-Day Emergencies | Reliability for referring dentists | Direct communication to referral base |
| Advanced Imaging | Better treatment planning, fewer surprises | Case presentations, CE courses |
| Specialized Expertise | Complex cases require specialist skill | Case studies, outcomes data |
Direct-to-Patient Marketing
While referrals dominate, some procedures attract direct patient inquiries—particularly wisdom teeth and dental implants.
Direct Marketing Opportunities
- Wisdom teeth: Parents research, book for teens
- Dental implants: Patients research options independently
- Facial trauma: Emergency situations (ER partnerships)
- Sleep apnea surgery: Patients seeking solutions
Content for Direct Patients
Create educational content that answers common patient questions:
- Wisdom teeth removal: What to expect guide
- Dental implant options: Comparison content
- Recovery timelines: Realistic expectations
- Cost and insurance: Financing information
- Sedation options: Reduce anxiety
Digital Presence for OMFS
Your digital presence serves two audiences: referring dentists researching where to send patients, and patients researching procedures.
Website Must-Haves
- Referral portal: Easy online referral submission
- Surgeon credentials: Board certification, training, affiliations
- Procedure information: Patient education content
- Sedation information: Options and safety protocols
- Emergency contact: 24/7 availability for urgent cases
Online Reputation Management
Reviews matter even for referral-based practices. Referring dentists check your reputation, and patients can choose which surgeon they see.
- Request reviews after successful procedures
- Respond professionally to all reviews
- Monitor Healthgrades, Google, and specialty directories
- Address concerns promptly to prevent negative reviews
Emergency Case Positioning
Emergency availability is a significant competitive advantage. When referring dentists need urgent help, being responsive builds loyalty.
Emergency Marketing Strategies
- 24/7 availability: Communicate clearly to referral base
- Reserved slots: Keep daily emergency appointments open
- ER relationships: Build partnerships with local hospitals
- Quick response: Return urgent calls within minutes
The Bottom Line
Oral surgery marketing centers on referral network development and specialist credibility. Build systematic referral relationships, communicate effectively with referring dentists, and establish the credibility signals that set you apart. Direct-to-patient marketing supplements referrals for procedures like wisdom teeth and implants.
